How to Conduct Focus Groups

LSS 2533: Research Methods

Maria Brewster
Lecture 2C

What is a focus group?

A focus group is where a number of people

are asked to come together in order to

discuss a certain topic/issue for the
purpose of research
Popular within the fields of
Market research
Political research
Educational research

Originally presented by Dr. Christine Coombe, HCT- Dubai

Men's College

The Role of the Moderator

Focus groups are facilitated by a moderator
The job of a moderator is to
Ask questions
Probe for more details
Make sure the discussion does not digress

(go off topic)

Try to ensure that everyone has an
opportunity to provide input
Learn how to deal with awkward situations

Originally presented by Dr. Christine Coombe, HCTDubai Men's College

Getting Started..
The moderator should start off by getting

people to relax
A relaxed environment results in better data

Must explain
the purpose of the group
what is expected of them
what will happen to the results
negotiate the length of focus group
No late arrivals or early departures
1.5 hours is viewed as ideal length
Originally presented by Dr. Christine Coombe, HCT- Dubai
Men's College

Getting Started.
Assure participants of anonymity and

confidentiality
Two-way street

Anonymity is _______________.
Confidentiality is _______________.

Originally presented by Dr. Christine Coombe, HCTDubai Men's College

Asking Questions
Start with easy, general questions
Dont expect personal disclosures early on
Listen carefully to everything that is said
Make good eye contact with all involved
Take notes on important issues
Dont let one person dominate the

discussion
Choose either a list of Qs or a list of topics
Overall aim: free flowing discussion
between participants
Originally presented by Dr. Christine Coombe, HCTDubai Men's College

Seeking Responses
Try to get as many opinions as possible
Some participants may need gentle

persuasion to make a contribution

Stick to your timings
If people want to stay longer, let them
Sometimes most pertinent info is said after

FG is over
Nervous participants may want to discuss

topic individually with moderator after FG is

over
Originally presented by Dr. Christine Coombe, HCTDubai Men's College

Finishing the Focus Group

Thank participants
Leave a contact name/number and/or email
Offer a copy of the report generated to

interested participants

Originally presented by Dr. Christine Coombe, HCTDubai Men's College

Recording Equipment
Some market research organizations have

purpose built viewing facilities with oneway mirrors and built in visual recording
equipment
Think about whether you need video
recording equipment
Sometimes audio recording equipment is all
you need.

Originally presented by Dr. Christine Coombe, HCTDubai Men's College

If you do decide to video/audio

record your FG..
Set recorder on a non-vibratory surface at

equal distance from each participant so

everyone is heard & away from refreshments
Place it in the middle of the room and test it
from every seat
Most peoples voices start off quietly at the
beginning and get louder as they relax
Be aware of any outside noise

Originally presented by Dr. Christine Coombe, HCT- Dubai

Men's College

Choosing a Venue
The venue will affect participation levels, the

level of discussion and the standard of

recording.
Think about things like:
Accessibility (public transport, location,

physical access, parking)

Comfortable room (big enough, comfortable
chairs)
Free from distractions (noise, people, windows)
Consider room set up (theatre, classroom,

circle)
Originally presented by Dr. Christine Coombe, HCTDubai Men's College

Recruiting your Participants

Take your time to recruit your participants
Goal is a high turn out
Ideal number is 9 or 11 (odd numbers work

better)
Over recruit by between 3 to 5 people
Offer incentives for people to attend
(refreshments)
Goal is a free-flowing, useful and interesting
discussion
Dont bully or force someone to attend
Originally
presented
by Dr. Christine
Coombe,
HCTDubai Men's of power
Dont
include
people
in
positions
College

Now Over to You..

In groups of four:
Think of a topic that you might conduct a

focus group on
Topic should be educational in nature
Invite teachers to participate in your focus
group
Select a moderator, 2 note takers, 1
observer
Conduct FG

Originally presented by Dr. Christine Coombe, HCTDubai Men's College